Towards a confirmatory model of retail strategy types: an empirical test of miles and snow

Competitive intensity in the domestic retail industry generates ongoing interest in the strategy formulation and implementation processes among both practitioners and academics. The current research considers the applicability of the Miles and Snow strategic typology to domestic retail organizations (N=101). A two-stage structural equation model indicates support for using this theory to examine the linkage between strategy and performance within the retail industry. Hypotheses indicate that three of the four Miles and Snow types (i.e., two pure types and one hybrid type) are likely present in this industry. The current research extends the overall scope of the Miles and Snow framework to the retail environment and provides insights into measuring and understanding strategic types within this industry.